Selling to people with different somatotypes: ENDOMORPHS
This is an easily understood concept that can quickly and easily increase your sales production in a fun way.
I was a young salesman setting up a new hypnosis clinic franchise in Gainesville, Florida when a doctor there taught me about constitutional psychology and selling to people with different somatypes.
Constitutional psychology and Somatypes are concepts developed in the 1940s by psychologist William Herbert Sheldon.
I was leading a discussion about selling to people based on their psychological needs.
The doctor took things one step further by showing how to get a jump start on identifying those needs by identifying a person’s physical body type.
I was familiar with the concept of somatypes from a trip to the Smithsonian Museum in my youth.
For some reason the exhibit had a profound effect upon me and registered strongly in my mind.
To this day I vivdly recall the three statuettes that were on display.
Three statuettes, one for each different body type, rotated on platforms beneath dramatic overhead lighting, with grading scales posted to denote the scoring of 1-7 in three different categories to determine the degree of fit into each type of physical body.
The perfect Mesomorph is 1-7-1 (think Arnold Schwartzenegger), the perfect Endomorph is 7-1-1 (think Chris Pratt – yes, Chris Pratt! watch here…), the perfect Ectomorph is 1-1-7 (think Tobey Maguire), pretty much as shown below:
For simplicity and brevity, below is an excerpt from the Wikipedia page about William Sheldon’s taxonomy.
Sheldon’s “somatotypes” and their associated physical and psychological traits are characterized as follows:
Ectomorphic: characterized as skinny, weak, and usually tall; described as intelligent, gentle and calm, but self-conscious, introverted and anxious.
Mesomorphic: characterized as hard, muscular, thick-skinned, and as having good posture; described as competitive, extroverted, and tough.
Endomorphic: characterized as fat, usually short, and having difficulty losing weight; described as outgoing, friendly, happy and laid-back, but also lazy and selfish.
Some academics see this as one of those questionable sciences and it is often disputed and discussed.
But William Sheldon’s work remains popular in anthropomorphic research.
It’s been said in academic circles that, “With modifications by Parnell in the late 1950s, and by Heath and Carter in the mid 1960s somatotype has continued to be the best single qualifier of total body shape”.
I know one thing, it helps make sales.
For further exploration of the subject, this article helps physically identify people among the three basic body types.
Because it’s published in Muscle and Strength Magazine, it also suggests certain training and diet programs for each different physical body type. Your Body Type – Ectomorph, Mesomorph or Endomorph?
Today we’ll examine selling to these delightful, fun endomorphs.
So you’re selling cars. You’re up on the floor and a guy walks in. He’s about six feet tall and weighs in at about 300 pounds. Right now, it doesn’t matter what he dresses like, talks like or what kind music he likes.
He’s an endomorph.
And with 39.8 percent of Amercans diagnosed as clinically obese, he’s not alone.
In October 2017, a report released by the CDC (Center for DIsease Control and Prevention) was titled, Prevalence of Obesity Among Adults and Youth: United States, 2015–2016.
- In 2015–2016, the prevalence of obesity was 39.8% in adults and 18.5% in youth.
- The prevalence of obesity was higher among middle-aged adults (42.8%)
Take that for what you want, but according to that report this blog will help you sell to about 40% of your prospects.
What would be the needs of an edomorph in terms of buying a car?
I’ll lay odds that if you open by asking what he’s looking for in a car, several key words will be: comfort, luxury, pleasure, relaxation.
Think about it. What is life like for a large person? They’re big; they need room.
And so much of society is structured around regular sized little guys like me who wear size 40 suits, or ladies in size 2 dresses.
Traveling in the middle seat on an airline? Riding in a tiny sports car? Living in a Tiny House?
My college roommate and track teammate was a three time Olympian for Canada in the shotput.
Bishop was twice my size. He stood 6′ 5″ and weighed 340 pounds.
(I was barely six feet and weighed 160 pounds, dripping wet. I was a hurdler.)
Bishop won one event with a world record performance and took fourth place overall in the 1980 World’s Strongest Man competition.
Leading up to my wedding, Bish was riding in my soon to be brother-in-law’s Fiat spyder and tried to shut his passenger side car door.
Because of the restricted space, he adopted a cross draw pull on the door handle using his left hand.
When he closed the door, his elevated right elbow shattered the passenger window. In December.
My brother-in-law caught Bell’s Palsey from the blasts of frigid winter air that blasted through his car until he could get the window fixed.
Even worse, the Palsey temporarily froze his eyes wide open. One night while asleep he came to consciousness and was compelled to powerlessly watch through uncloseable eyes as his apartment got robbed.
The point is, selling using somatotology helps you frame your approach more accurately.
Your odds of a successful approach are higher based on knowledge of your prospect’s somatotology body type.
If I’m up on the sales floor and an endomorph walks in I’m going to ask his needs and wants first, of course.
Then I’m going to make sure to have him sit in a Cadillac.
I’m going to present everything I can think of that smacks of comfort and luxury.
I’m going to extol the virtues of the feel and smell of its rich sumptuous leather, the ease of driving with all the latest technology, the luscious sound of the multi speaker stereo system.
This may not win the deal every time, but it will put you on the path to win a lot of the time.
Consider how this might be of help to you with your clientele and prospects.
Selling cars, selling homes, sellling clothes, selling athletic equipment …
The concept generally holds true. It works.
Selling to people with different somatotypes: ECTOMORPHS